Five sports seeing a surge in popularity
Sports have always been a huge factor in bringing people together – for better and for worse. And while there are always a few extreme fans who spoil the fun, sport is still a big part of our lives: it keeps us fit, teaches teamwork, and pushes people to be more ambitious. And, more importantly, they’re just so entertaining to watch. Over the past few years, several sports have made massive leaps in popularity around the world, and here’s a list of five that have really stood out when it comes to bringing in new crowds – thanks to incredible winners down the line, cars duelling at over 300 km/h, and fighters going until the final breath.
Formula 1
The 2025 Formula 1 season has just begun, and new figures from Nielsen Sports show a sharp rise in global fan interest. With the series marking its 75th anniversary, much of this momentum is down to a more balanced field last year. McLaren’s resurgence in the Constructors’ Championship and wins from drivers other than Max Verstappen helped bring new energy to the grid. Globally, F1’s fanbase has grown to over 826 million – up by 90 million compared to 2023. In the U.S. alone, the audience expanded by 10.5%. The return of the Chinese Grand Prix saw China lead global growth with a 39% rise, followed by big gains in Canada, Argentina and Saudi Arabia.
Pickleball
Take tennis, season it with a bit of badminton and a drizzle of table tennis: it’s the perfect recipe for success. Pickleball has swept through North America in recent years, establishing itself as one of the sports to watch. When it comes to accessibility, it’s open to all age groups and skill levels. It’s easy to get started, affordable to play, and works just as well indoors as it does outdoors.
Even on university campuses, students are getting into it – drawn by the social nature of the game and its low barrier to entry. It’s now America’s fastest-growing sport for the third year running, according to the Sports & Fitness Industry Association. What began as a casual pastime has turned into a real movement, especially among those looking for fun and connection over competition.
UFC (Mixed Martial Arts)
Dana White proved something few thought possible: that a new combat sport could not only rival boxing but overtake it entirely. Under his leadership, the UFC transformed from a controversial upstart into a global powerhouse now valued at $11.3 billion, according to Forbes. Its rise showed that audiences were hungry for a new kind of fight night – one with structure, star power, and a sense of occasion, reflected even in the growing activity around UFC betting sites. White, alongside Lorenzo Fertitta, brought order to the chaos, reducing weight classes and elevating personalities to create must-watch events. That formula worked, and others have taken notice. Organisations like the Professional Fighters League and Bare Knuckle Fighting Championship are now chasing similar dreams, while White himself is backing Power Slap, another unconventional offering.
The UFC’s appeal lies in its understanding of what modern fans want: big moments, clear stakes, and fighters with compelling stories. Saturday’s event at Las Vegas’ Sphere is a perfect example – held on the same night as a Canelo Alvarez title bout just down the road, it shows just how far the UFC has come. In a landscape once dominated by boxing, the UFC has carved out its own space and then some. Replicating that success, however, won’t be easy. As longtime combat sports journalist Kevin Iole put it, White was “the perfect guy at the perfect time.” It’s not just about having fighters or fights – it’s about building a world fans want to step into. And so far, no one else has done it quite like the UFC.
Tennis
Tennis is everywhere right now – on fashion runways, in Hollywood, and across social media. Zendaya’s film “Challengers” may have pushed it into pop culture headlines, but the sport was already on the rise. A new generation of stars like Carlos Alcaraz, Iga Świątek and Coco Gauff is drawing fresh attention, while luxury brands and sponsors are doubling down. Since the pandemic, tennis participation in the U.S. has risen for four years straight, with nearly 24 million people now hitting the courts. SponsorUnited reports a 41% jump in tennis sponsorships over the past year, outpacing MLB, MLS and the NBA. Add near-year-round play and global reach, and it’s easy to see why tennis is booming again.
Women’s Football
Women’s football is no longer emerging – it’s arrived. Whether it’s a Champions League final at San Mamés or a midweek semi-final, big-match buzz is now the norm. Across this year’s semi-finals, average attendance was nearly 36,000, with Chelsea and Lyon both setting club records. Ajax hosted a record Dutch crowd of 35,997 in the quarter-finals. In just four years, Women’s Champions League attendances have doubled. That growth reflects UEFA’s five-year strategy, launched in 2019 to fast-track development of the women’s game. It introduced a group stage in 2021, brought matches to top-tier stadiums.
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